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Le Royal Eclaireur, Paris

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Le Royal Eclaireur, Paris

In summer 2011 the doors of the fashion shop Le Royal Eclaireur opened.

The shop with an area of 200 m² is a novelty indeed, since customers find themselves in a kind of hotel suite, where fashion is combined with interior design, art and the latest technologies.

In the centre of the shop, which was designed by star architect and interior designer Philippe Starck, shoppers find a bed ...

... and a large wall unit with movable sliding doors, behind which the fashion merchandise is located.

The stylish interior integrates high-tech installations, such as an imaginary sky projection above the bed, i-Pads and cameras that allow customers to try on the clothes virtually and in 3-D.

Exploratory Journey through a Shop

Martine and Armand Hadida are amongst the most inventive and boldest fashion retailers in all of France. Since the eighties, the married couple has been installing fresh, innovative shops for luxury goods in Paris and even Tokyo under the name L’Eclaireur. And now they have done it again. In summer 2011, almost exactly one year after the opening of the new, spectacular luxury hotel Royal Monceau in the 8th arrondissement of the French Capital, they opened the doors of the fashion shop Le Royal Eclaireur inside the hotel. The shop with an area of 200 m² and no less than seven display windows is a novelty indeed, since customers find themselves in a kind of hotel suite, where fashion is combined with interior design, art and the latest technologies.

In the centre of the shop, which was designed by star architect and interior designer Philippe Starck, shoppers find a bed and a large wall unit with movable sliding doors, behind which the fashion merchandise is located. Seemingly carelessly dropped evening clothes are lying on the bed, and the matching high heels are next to the bed drawer. The furniture is largely comprised of vintage designer pieces from the sixties and seventies. Other merchandise, such as home furnishings, is staged on and around the furniture. Conventional merchandise presentation using showcases or shelves was replaced with interior design exhibiting a personal note, filled with items for sale. The stylish interior integrates high-tech installations, such as an imaginary sky projection above the bed, i-Pads and cameras that allow customers to try on the clothes virtually and in 3-D.

Philippe Starck, who also did the interior design in the rest of the hotel, likens the latest of the six L’Eclaireur stores in Paris to an exploratory journey through the French soul, its qualities, influences and reflections. “This is the creation of a total space, a life, a memory, a passage. The air seems to be filled with the scent of a perfume, as if a room can be understood as the exquisite soul of someone who has lived here and has left his memories and gifts behind.”

The extraordinary design is supplemented by frescoes by Fabien Verschaere and customised rugs designed by Vincent Darré and Christian Astuguevieille. The accessories for sale include brand-name shoes by Aperlai, Nicolas Kirkwood and Raparo, belts by Scunzani Ivo, wooden bags by Roccio, as well as the collections of larger brands such as Maison Martin Margiela, Givenchy, Yves Saint Laurent, Haider Ackermann or Rick Owens.

Le Royal Eclaireur // 39/41, Avenue Hoche // F-75008 Paris //
Tel.: +33 1 566 810 47

Text: Barbara Markert
Photos: Le Royal Eclaireur

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